High-Stakes Public Safety Communication for a Vulnerable Population

PROBLEM
Low-income residents across Ohio faced a disproportionate risk of home fires, yet standard informational messaging was failing to move behavior change. My mandate, leading the creative was to bridge this awareness gap. Information alone wasn't enough; I had to architect a creative solution that would stop people and make a persistent threat feel visceral and immediate.

ACTION
I developed a high-impact guerrilla outdoor campaign deployed across Ohio’s five largest cities. We met the target audience in the physical spaces they occupied daily. The creative strategy bypassed dry statistics, confronting the public with the raw, emotional reality of fire's aftermath. It was a "systems-level" approach to outdoor media—unavoidable, visceral, and impossible to ignore in a crowded physical environment.

RESULT
The campaign scaled a critical public safety message across five major urban centers using a street-level media strategy designed for maximum saturation. By eliminating paid media dependency and focusing on high-traffic, native environments, we achieved high-visibility presence that placed the message directly in the path of the people who needed it most.